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New Delhi, Delhi, India – When Durex starts a conversation, it gets people talking. On World Breast Cancer Day, the brand once again pushes the boundaries, this time by redefining them. Introduction “The Other G-Spot”A bold and thought-provoking campaign that transforms the language of joy into a conversation about safety, prevention and early detection.
For decades, the world has been fascinated by the G-spot – the place of hidden pleasure and discovery. But Durex reveals there’s one more: a G that doesn’t just mean that Gräfenbergbut also for gland -Mammary glands, where most breast cancers begin. And like the G-spot of pleasure, it too can be found only by touch, not by machines, not by magic, but by the women themselves.
Basically this campaign invites women Find their second G-spotTo encourage self-examination, clinical investigation and timely check-ups. It’s an important reminder that only one woman is diagnosed with breast cancer every four minutes in India. 18% women know how to do self-examinationand that’s it 5.7% have ever practiced itDurex aims to start a conversation in the public interest by framing abstinence as natural, confident and a personal pleasure.
Pleasure-Based Approach to Safety
The campaign uses Durex’s signature cheeky, intimate storytelling to engage audiences. It begins with a confident woman teasing, “I’ve got a new G-spot, and I can’t wait to show you,” the digital film piques curiosity before delivering a powerful twist — she’s referring to the life-saving breast self-check spot.
Mixing sensuality with self-care, the film challenges taboos, showing that self-touch isn’t just about pleasure, it’s also about safety. It ends with this line: “This Breast Cancer Awareness Month, find your second G-spot. Check yourself.”
Beyond a Campaign: A Movement
“The Other G-Spot” Far beyond digital storytelling, it is an interactive movement designed to turn intrigue into action. In a first-of-its-kind initiative, Durex is taking the conversation to social media DMs, and inviting users to message the brand with the phrase. “Other G-spot” To find out where it really is.
What follows is a personal revelation, a powerful video that uses the language of joy to teach the art of self-inquiry. It guides women through the steps of breast self-examination in a way that feels intimate, confident and empowered. By cloaking prevention in the language of self-pleasure, Durex hopes to make early detection feel less clinical and more personal, inspiring women to act — not out of fear, but out of self-love.
Through this clever, curiosity-based approach, the brand brings education straight into private spaces, inspiring more women to explore, learn, and take charge of their health, one DM at a time.
Call for confidence and care
Speaking about the campaign, canal koraRegional Marketing Director, Health, Reckitt South Asia, said, “At Durex, we are dedicated to creating platforms that foster open and honest conversations about women’s health and wellness. This campaign, focused on self-care and early detection, is a testament to our belief that confidence and awareness go hand-in-hand, going far beyond intimacy. We deeply appreciate the advocates, partners and voices who have contributed to making this movement impactful and empowering. Together, we are empowering every woman to make her health a priority. We hope to inspire giving and believe that prevention is just as important as happiness.”
Redefining Security
From conversations that normalize pleasure to conversations that save lives, “The Other G-Spot” perfectly embodies Durex’s evolving philosophy of safety that goes beyond the bedroom. Because joy thrives in a healthy body, and care is the sexiest form of confidence.
Link to campaign video,
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About Reckitt
We create products that people trust to take care of the ones they love. We are home to some of the world’s best-loved consumer health and hygiene brands, including Dettol, Durex, Finish, Gaviscon, Harpic, Lysol, Mucinex, Nurofen, Strepsils, Vanish and Veet. Consumers are at the heart of everything we do. By creating innovative, science-backed solutions, we help people live healthier lives every day.
Reckitt exists to protect, heal and nourish in the pursuit of a cleaner, healthier world. This commitment extends beyond the products we make. Through our actions, we expand access to health care, education, and economic opportunity. We support the planet by reducing waste, conserving resources and driving sustainable innovation.
We believe that good health starts at home. With every action we take, we strive to make our consumers’ lives easier, cleaner and healthier, strengthen communities and create a more sustainable future.
Learn more, or contact us www.reckitt.com
* Reckitt is a trading name of the Reckitt Benckiser group of companies
Note to readers: This article is part of HT’s paid Consumer Connect initiative and has been created independently by the brand. HT does not take any editorial responsibility for the content, including its accuracy, completeness, or any errors or omissions. Readers are advised to independently verify all information.
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